Download - SEO and PPC for the Healthcare Sector
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SEO & PPC Strategies for the Healthcare Sector
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ERIK DAFFORN
• President of Intrapromote• Speaker at SMX Advanced• Co-Author of SEO Secrets• Editor of Search Engine
Visibility
@erikdafforn
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KAYLA KURTZ
• Senior Digital Adviser @ Hanapin
• 2nd most widely-read writer on PPC Hero
• Keynote Speaker at Search Exchange Internet Marketing Conf. 2013
• Emcee of HeroConf Paid Search Conference
@one800kayla
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Main Topics
How can you spot online strategy vulnerabilities for healthcare-related brands?
Have questions throughout the webinar? Use #ppcseo on Twitter!
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Main Topics:Main Topics
How should you allocate PPC and/or SEO budget to avoid gaps or cannibalization
among departments, etc.?
Have questions throughout the webinar? Use #ppcseo on Twitter!
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Main Topics:Main Topics
What’s the best way to measure PPC or SEO campaign performance in terms of the
bottom line for healthcare-related accounts?
Have questions throughout the webinar? Use #ppcseo on Twitter!
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Main Topics:Main Topics
Which non-Google or Bing PPC channels can be utilized effectively for healthcare-related
brands?
Have questions throughout the webinar? Use #ppcseo on Twitter!
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Main Topics:Main Topics
Is it possible to run successful SEO campaigns for healthcare given potential for organic
keyword ambiguity?
Have questions throughout the webinar? Use #ppcseo on Twitter!
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Main Topics:Poll Questions!
How long have you been involved in SEM?
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
Have questions throughout the webinar? Use #ppcseo on Twitter!
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Main Topics:Poll Questions!
How do you manage your SEM accounts?
A. I manage it myselfB. I’m a part of a team that manages itC. I outsource my account managementD. I’m rethinking how my account is managed
Have questions throughout the webinar? Use #ppcseo on Twitter!
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Spotting Vulnerabilities - SEOSpotting Vulnerabilities - SEO
• Local Search• Doctors' presence and
reputation• Mergers and acquisitions
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Spotting Vulnerabilities - SEOSpotting Vulnerabilities - SEO
• Local Search• Unique NAP• Correct categorization• Current listings
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Spotting Vulnerabilities - SEOSpotting Vulnerabilities - SEO
• Physician Search
tinyurl.com/doctor-reputation
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Spotting Vulnerabilities - SEOSpotting Vulnerabilities - SEO
• Mergers and Acquisitions
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Spotting Vulnerabilities - PPC
Google/Bing it!
Spotting Vulnerabilities - PPC
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Spotting Vulnerabilities - PPCSpotting Vulnerabilities - PPC
Do you have different conversion types/opportunities available?
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Allocating Budget - SEOAllocating Budget - SEO
Critical Elements:• Architecture• Keyword Research• Local Feed (Setup AND Maintenance)• Reporting• Analysis
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Allocating Budget - PPC
Depends on the exact vertical – but what
definitely ISN’T working?
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Source: Information Architects
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Allocating Budget - PPC
If you can’t go all in – pull a test budget!
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Allocating Budget - PPC
Get some estimates…and don’t forget
they’re estimates.
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Main Topics:Poll Questions!
What methods have you used previously to determine test budgets?
A. Guess – it’s a crapshoot anyway!B. Hired a consultantC. Ran estimates using online toolsD. Combination of two or more of the above
Have questions throughout the webinar? Use #ppcseo on Twitter!
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Measuring for the Bottom Line - SEO
Critical Elements:• Analytics Setup• Goals Identification• Goals Valuation• Multi-Channel Attribution• Multi-Device Attribution• Ongoing Refinement
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Measuring for the Bottom Line - PPC
Long sales cycles = thorn in your ROAS side
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Measuring for the Bottom Line - PPC
CLIENT EXAMPLE!
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Measuring for the Bottom Line - PPC
Ok, but what else?
• Universal Analytics
• Measure touch points
• Again – multiple ‘conversion’ types
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Non-Traditional PPC for Healthcare-Related Industries
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Healthcare-Sector SEO & Managing Around Ambiguity
(not provided)
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Healthcare-Sector SEO & Managing Around Ambiguity
July August0
100000
200000
300000
400000
500000
600000
700000
800000
Organic Traffic by Site Section: Raw
OrthoChildrenNeuroHeartDisordersHome page
July August0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Organic Traffic by Site Section: %
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Main Topics:Poll Questions!
Which exclusive webinar offer(s) are you interested in?
A. Free Google Webmaster Tools audit from IntrapromoteB. Free account consultation (Solutions Blueprint) with
Hanapin MarketingC. NeitherD. Both
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Thank you for attending Intrapromote and Hanapin Marketing’s webinar on SEO & PPC Strategies for the Healthcare Sector. #ppcseo
• Sign up for a Google Webmaster Tools audit from Intrapromote: http://www.thewebsiteaudit.com/contact/webinar-offer/Password: webinar126
• Get a free account consultation (Solutions Blueprint) from Hanapin Marketing:
http://www.hanapinmarketing.com/solutions-blueprint-sign-up
• Or contact us directly:• Erik Dafforn: [email protected]• Kayla Kurtz: [email protected]
Your Questions!
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THANK YOU!